DAGMAR marketing


Defining Advertising Goals for Measured Advertising Results, abbr. DAGMAR was an advertising model proposed by Russel H. Colley in 1961.

Details

According to DAGMAR, each purchase prospect goes through 4 steps:
  1. Awareness
  2. Comprehension
  3. Conviction
  4. Action
These steps are also known as ACCA advertising formula. ACCA/DAGMAR is a descendant of AIDA advertising formula and considered to be more comprehensive than AIDA. Developed for the measurement of advertising effectiveness, it maps the states of mind that a consumer passes through. Carol Kopp from Investopedia.com, describes the process entailing the DAGMAR model to also require, "an evaluation of the campaign's success against a pre-set benchmark."
Important parts of the DAGMAR model are definitions of target audience, and objectives.